Apple made overt efforts to refrain from using the term “AI” during its 2024 WWDC meeting. In fact, Apple finally introduced generative AI features for some of its Macs, iPads and iPhones, but decided to brand its AI as “Apple Intelligence” for marketing usurpation purposes. Apple’s major OS releases in the near future will incorporate image generation, text proofing, and context-aware organization. Apple’s big plans for generative AI will allow the iPhone 15 Pro and all Apple devices with M-series processors to gain access to ChatGPT and Copilot beginning in autumn.
Apple Intelligence included in iOS 18, iPadOS 18, and macOS Sequoia, will introduce AI code capable of rewriting text, creating images, and organizing information across various apps. Siri is also set to transition into a generative AI chatbot and assistant, resembling those from OpenAI and Microsoft. New AI text editing features known as “Writing Tools” and “Rewrite” will function similarly to Grammarly across most native apps on these devices.
Additionally, Apple’s generative model will automatically organize emails and notifications based on priority and category, making previews more informative. Users might also instruct Apple Intelligence to create images for emojis, presentations, and text conversations. Siri will be able to comprehend user queries based on context and the information it reads in various apps, while also generating plans or activities by combining information from Messages, Apple Maps, or other apps. However, Siri may occasionally seek permission to refer to ChatGPT or Copilot, embedding that functionality across Apple’s systems.
Apple’s’ plan hopes to mitigate privacy concerns by emphasizing that its generative AI runs tasks entirely on-device and only uses Apple cloud servers for workloads requiring it. The company’s servers using Apple hardware will be independently inspected and will not save information sent from user devices. Future updates will allow Siri to connect to other models, but it remains to be seen whether Apple Intelligence can avoid the issues that have plagued generative AI models in the past. Integrating ChatGPT into Apple’s OS could introduce all the trustworthiness, privacy, and copyright problems that have plagued OpenAI’s tool. Apple Intelligence will initially only be available for American English, with other languages coming later.
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